Introducing burn Yard™: A New Creative Program from burn® Energy Drink


WEBWIRE – Tuesday, June 11, 2013

Urban artists, DJs, F1® drivers and action sports athletes collaborate in a creative collision, culminating in burn Yard™ Live event in Budapest

LONDON, - - Imagine the most forward-thinking DJs collaborating with leading street artists, world-class action sports athletes and Lotus F1® Team drivers. This is burn Yard™, a new creative program from burn, which will encourage leading innovators from art, music and sport to collaborate and form a cross-culture collective.

The results of the collaboration will be showcased at burn Yard™ Live, the first in a series of live events which will take place in Budapest on July 26, 2013. Housed in an ex-industrial building in the city, the theme of burn Yard™ Live will be to bring a new creative energy to discarded and obsolete objects and make them beautiful again. Transforming the space through sculpture and street art, burn Yard™ Live will bring a new lease of life to the abandoned building, climaxing in performances from some of world’s most sought after DJs.

The artists joining the burn Yard™ Collective are forward thinkers and creative leaders in their own fields. Members include international DJ Avicii, street artist M-City, conceptual artist Gerry Judah, skateboarder Rune Glifberg and Lotus F1® Team driver Kimi Räikkönen. They will work together by testing new creative fusions to inspire people across the world.

Highlights of the burn Yard™ program include Avicii and Lotus F1® Team working on a groundbreaking new track incorporating the passion of F1®. Judah and Glifberg will design an interactive sculpture to be used by the world’s best skateboarders, which will be the centerpiece for burn Yard™ Live.

Gerry Judah commented: “I’m pleased to have a young guy like Rune keeping me on my toes. He speaks his own language in terms of art, passion and creativity and I speak mine. No one can say how well these languages will come together but burn is taking a risk as we collaborate to create a structure which bears the mark of two very different men.”

M-City said: “In my country, Poland, street art has a very long history. At first, it was to give a political message but now street art has become more and more expressive. It can be hard to collaborate sometimes because I have my own expressive style so working with burn and the other guys will be a real experiment of creativity.”

burn Yard™ Live, in Budapest, will be a public event where people can live the fusion of music, art and sports. Throughout the year, burn will produce an inspirational video documentary to tell the story of burn Yard™. This will demonstrate how the Collective has been working together to produce innovative creative projects. The challenges and triumphs of their collaborations will be told through this inspirational documentary.

To apply for tickets to attend burn Yard™ Live in Budapest, go to www.burnyardbudapest.com. The burn Yard™ program aims to nurture and inspire creative talent and provide a platform to showcase groundbreaking ideas.

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Notes to Editors

About the Collective

Avicii
What Avicii and his manager Ash Pournouri have managed in a few years is astonishing. Beginning his career at 18, the self-taught, fresh-faced Swede that is Avicii has had greater success at 22 than most could ever hope for in a lifetime. With chart-toppers such as Seek Bromance, My Feelings For You, Fade into Darkness, Silhouettes and LE7ELS, Avicii has, since 2008, risen from bedroom music-maker to international superstar. He has headlined Ultra Music Festival with Madonna, completed a $1 million charity tour with his manager Ash Pournouri, done an exclusive collaboration with Ralph Lauren: Denim & Supply and embarked on one of the biggest Electronic Dance Music arena tours to date. Avicii now stands shoulder-to-shoulder with the most in-demand and elite artists on the planet.

M-City
Mariusz Waras, known professionally as M-City is Poland’s best-known street artist renowned for his for his work within public spheres. Intrigued by industrial spaces and their surroundings, M-City creates large-scale murals - some up to 85 metres long, taking his inspiration from the factories, hydroelectric plants, chimneys, and cranes that dominate his native town.

Gerry Judah
Gerry Judah is one of the world’s leading installation artists. He has created settings for the BBC, British Museum, Imperial War Museum, performers including Paul McCartney, Michael Jackson, The Who, Robert Plant and Jimmy Page and has worked in a number of theatre productions for the Royal Shakespeare Company, the Royal Opera House and the English National Opera as well as creating spectacular sculptures for the annual Goodwood Festival of Speed and bridges in London and Cambridge.

Amongst a number of commissions from public museums and institutions, Gerry has produced a highly acclaimed body of large three-dimensional paintings exploring the devastations of war and the ravages man has made upon the environment, many of which have entered international public and private collections.

Rune Glifberg
Universally recognized as one of the true legends of the sport and one of the most stylish and progressive skaters on the planet, Danish skater Rune Glifberg brought his skills and experience to burn’s new skate program, as team founder and mentor. “Adding burn to my list of sponsors is an honor and a privilege. It opens up new doors and opportunities for my career, and I couldn’t be happier with my decision to join the burn skateboard team.”- Rune Glifberg

Kimi Räikkönen
Kimi Räikkönen burst onto the Formula 1 scene in 2001 and was quickly recognised as a star for the future. After finishing as runner-up in the Drivers’ Championship to Michael Schumacher in 2003 and again to Fernando Alonso in 2005, he finally took the title in 2007 at the very last race of the year. After a two year hiatus from the sport in 2010/2011, Kimi announced his return to Formula 1 with Lotus F1 Team for the 2012 season and instantly demonstrated the skill and technique which have seen him rated as one of the most natural talents of a generation; seven podium finishes – including victory at the 2012 Abu Dhabi Grand Prix – seeing him clinch P3 in the Drivers’ Championship during his comeback year. Picking up where he left in 2012, the Iceman currently occupies P2 in the Driver’s Championship having taken four podiums from the opening five races in 2013; including an emphatic victory at the season opening Australian Grand Prix.

About burn
BURN® energy drink is a category leader in the global energy drink explosion. The red formula is a symbol of active fire that provides drinkers with the energy needed to leave their original vision on the world. Dismantling category norms, consumers embody a live-out-loud mentality, without fear of boundaries created by society. Burn is a brand of The Coca-Cola Company. Burn is available in over 80 countries worldwide.

About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com.



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